Effective Content Marketing For Driving Lead Generation And Sales For Online Businesses

Lead generation and link creation are the most important tasks for a webmaster or a marketer for enhancing their web presence and market the products and services offered by the business leading to enhanced business success. One of the most important factors that most of the marketers ignore is to work on the existing client base. Most often, the marketing efforts are directed towards engaging new audience and enhancing the audience base but the importance of engaging the existing target audience and establishing consistent communication is ignored leading to no lead generation through referrals. Satisfied customer pool is one of the most effective marketing assets for a business. Online businesses can make use of the effective contents to engage these existing customers and motivate them to share the referrals leading to enhancement of audience base. Referrals can provide an easy opportunity for the marketing and the sales team in getting higher business conversions without much effort.

Using the inbound contents that get generated on a consistent basis as a result of existing audience base, online businesses can enhance the possibility of new leads through referrals. It is very important to feed these visitors or audience with interesting and most relevant contents on a consistent basis to create genuine interest in the products and services leading to higher sales number. It is extremely important for the business to share product developments and relevant contents with the existing customers. Sharing relevant and useful contents with the existing customers will help the business increase their sales numbers and also provide the customers with an opportunity to learn the new products that are suitable to their needs and learn effective ways of using the purchased product or service leading to long term brand loyalty. It would help establish trust with the audience leading to effective referrals and increased top line numbers. Online businesses would have to create clear segmentation of the existing audience base to ensure sharing of effective and relevant information on a consistent basis through mailers and offers. One of the most effective ways to create brand loyalty and generate leads through referrals is by engaging the existing audience in active interaction through well accepted social media channels.

Creating an enhanced presence on the social media and involving actively on the platform with consistent and relevant information sharing can help the online businesses in engaging the target audience to a great extent. It would also help the existing customers know each other through the social media platform leading to extension of the network and productive feedbacks about the necessary changes or upgrades needed in the product or service offered by the business. It also helps the audience in providing their feedbacks and comments on the usage and effectiveness of the products and services thereby helping in consistent optimization leading to enhanced customer satisfaction and acceptance.

Online businesses can also make use of the existing customer base in cross selling the products and services they offer other than the previous purchase by the customers. Using the social media channels and other modes of communication, online businesses can cross sell the product basket. Many online businesses have also started to engage the audience through the social media channels to provide product and service demos to the audiences. These demos are conducted by the product or service experts to give appropriate information to the customers leading to informed decision making and better product acceptance ratio. This will not only help in building a productive customer centric brand image for the business but also result in upgrades and cross selling of products. Online businesses can engage the target audience through various platforms like the blogs, social media channels, press releases, mailers etc to create call to action leading to increase in sales numbers. Sharing valuable contents, information about new developments on a consistent basis is extremely essential for generating leads through referrals resulting in effortless business conversions for the sales team.


Vikas Singal, Co-founder and CEO of Ribbun Software, is a well known expert in the industry of search engine marketing. Since 2002, Vikas has been involved in developing successful search engine and social media marketing campaigns for large and small businesses.